MindSpace Labs, created by Sedat (Bin Vedat) Boynuegri and László Gaál under the Hagia Labs brand, has introduced a new brain analysis platform that uses EEG technology and artificial intelligence to measure authentic audience engagement. The solution works across video, multimedia content, and experiences.
The platform captures brain activity in 14 regions at a rate of 100 times per second, detecting when viewers feel engaged, excited, confused, or disengaged. This neurological data is then translated through AI into a dashboard synchronized with the tested content, offering insight into what resonates with audiences.
As generative AI expands the volume of high-quality content, MindSpace Labs offers data on genuine emotional reactions to help guide decisions on editing, pacing, and production development.
“People are still thinking about AI changing the creation of content, while the big shift will be the shift of what we mean under the concept of ‘content’.
“We’re entering an era where anyone can generate content that looks professional,” said Boynuegri.
“When every video can be polished and every visual can be stunning, the question becomes: how do you create something that genuinely connects? Traditional focus groups tell you what people think they felt. Brain scanning tells you what they actually felt, second by second. That’s the difference between guessing and knowing.
The team’s first major case study involves analyzing viewer responses to an upcoming TV series. Brainwave data will be used to A/B test different cuts and sequences to determine which moments drive the strongest engagement before the final release. The technology is also being applied to upcoming AI-generated commercials and Hagia’s existing client work.
“People are still thinking about AI changing the creation of content, while the big shift will be the shift of what we mean under the concept of “content” itself” said Gaál.
“It’s not just about making better content today, it’s about preparing for a future where your content will have to compete against hundreds, and understanding your audience at a neurological level becomes the competitive advantage.”
MindSpace Labs originated from the collaboration between Hagia and László Gaál, known for AI-generated videos that have attracted millions of views and influenced brand strategies. Gaál aims to see the platform used in both commercial and artistic settings.
